Know-How Exchange : Strategy

The best thing we've offered for a client was a moving planning "kit".

We had tape labels but mostly a great list as well as an evaluation form for calling and checking with movers.

Depending on where you're located I probably can't give you anymore details.

Michael

I'm not in the moving game, but the packing tips, etc is the way you reach your audience.

When someone is engaged in the process of moving, they actively seek out, and receptively absorb information about moving. It's the basic idea behind the consumer purchase cycle, people actively seek information when the topic is hot on their minds.

The key here is to not just flog your storage services, but to provide genuine advice, branded by your company of course. You become their trusted moving buddy, and if/when they need storage, you've got a better shot at becoming their first choice.

But your question is about how to get your message in front of your target's eyes.

Co-op or partner up with some Realtors in your area. Give them a bunch of your moving kits to hand out to their clients. Most people trust their Realtors, so by extension of that, they'll trust you. When I moved recently, I pretty much called any name my Realtor offered up.

Comb your local real estate paper/website for recently sold properties, and drop your moving kit into their mailbox. Another option would be to drive around your area looking for "For Sale" signs.

And provide exceptional service. Go above and beyond for your clients, because for commodity services like movers, Realtors and storage, word-of-mouth is the most used tool. Open the phone book and there are 100s of listings, so instead people rely on their network more than advertising. If an existing client has a good experience with you, they are going to tell their friends.

Best of luck!

Consider why your prospects might be moving: job (i.e. HR Managers), school (college/university student affairs officers), new home build (realtor/builders), better school district (realtors/school district offices), better economy (chamber of commerce), retirement (AARP), first time home buyers (realtors) - and then get to the sources with special offers / incentive referral programs and a package of 'how to' materials that will be useful for the new mover. Co-marketing opportunities abound to make your package attractive and well-used. Try to extend the network with other items that will be needed by the movers and provide coupons, discounts or even freebies (buy-one-get-ones).

Going in the back door to find your targets may give you a rush of new ideas and on-target ways to speak to them that you haven't thought of before.

If your question is where do you find people who are moving, which it sounds like it is, then look no further than those who are selling their homes. They're going to be moving once they sell their house. Many probably haven't lined up movers, as they are figuring they'll have time to do it all between the time of signing a contract and closing.

Their addresses are pretty simple to find (check the local MLS). While I generally don't like direct mail, this might be a good fit for it. Consider other places where these groups might be and advertise there as well.

Second, consider people who you know move every year (twice!)...college kids. Are they are target for your services? If so, you know reliably that they are going to move likely twice a year (once from home in the fall and once back in the summer).

JMR